by Hung Hing Kwan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references. / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGMENTS --- p.v / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- OBJECTIVES --- p.3 / Chapter III. --- RELATED LITERATURE --- p.4 / Sport Culture in Hong Kong --- p.4 / What is Sport Culture? --- p.4 / Sport Culture in Hong Kong --- p.6 / Spectator Sports in Hong Kong --- p.8 / Chapter IV. --- CONSTRAINSTS OF THE HKFA IN PROMOTIING LOCAL SOCCER --- p.10 / Lack of Funds --- p.10 / "Distinct Characteristics of the “Soccer Circle"" in Hong Kong" --- p.12 / Lack of Training Ground --- p.12 / Soccer as a Unprofitable Business --- p.13 / """Professional Soccer"" of Hong Kong" --- p.14 / On the Hong Kong Football Association (HKFA) --- p.14 / Value of Soccer to Society --- p.16 / Players' Attitude --- p.16 / Competition --- p.17 / Chapter V. --- RESEARCH METHOD --- p.19 / Research Objective --- p.19 / Information Needed --- p.19 / Research Design --- p.20 / Questionnaire Design --- p.20 / Sampling / Data Collection Method --- p.24 / Interview --- p.25 / Limitations --- p.26 / Chapter VI. --- FINDINGS / ANALYSIS --- p.27 / The Respondent Profile --- p.27 / Attitude of Present Spectators Towards Local Soccer --- p.29 / The Findings --- p.29 / Interpretation --- p.31 / Attitude of Non-spectators Towards Local Soccer --- p.33 / The Findings --- p.33 / Interpretation --- p.35 / Attitude Towards Television Soccer --- p.37 / The Findings --- p.37 / Interpretation --- p.40 / Attitude Towards Some Improvement on Local Soccer --- p.42 / The Findings --- p.42 / Chapter VII. --- RECOMMENDATIONS --- p.45 / The Success of Soccer Promotion in Other Countries --- p.45 / Soccer Promotion in Fanatic Countries --- p.45 / Professional Soccer in Japan --- p.46 / Recommendations for the HKFA (Short Term) --- p.49 / Product --- p.49 / Price --- p.55 / Promotion --- p.61 / Place --- p.65 / Recommendations for the HKFA (Long Term) --- p.68 / Product --- p.68 / Price --- p.74 / Promotion --- p.75 / Place --- p.78 / Chapter VIII. --- CONCLUSION --- p.79 / APPENDIX --- p.82 / BIBLIOGRAPHY --- p.112